The new era for advertising companies in the fashion and beauty sector has now snowballed: it is surprising and pleasant at the same time that people stand up for their ideals, not obeying the compulsions of marketers. In this way, gender roles of men and women, their perception in social networks and personal life are expanding. Consumers today, more than ever, demand authentic images, especially when it comes to products of makeup or clothing. So companies put into practice an uncomplicated plan - to PR their own employees. After all, whom but not them? People who are boiling in a common cauldron, believe more and people on the payroll, will bring the company to the masses, just like a gospel sermon. Another exception to the rule were the plus-size-girls, who ousted the models we are used to today. 

Let's remember Unitauched, who in March this year shot girls "in shape" for a swimsuit advertisement. Designers such as Diane von Furstenberg and Rebecca Minkoff refused to work with impeccable models, directing their gaze to "real" women.

This sales strategy may seem new to many, although it was launched back in the 1960s. It is provoked by the customer's desire to compare themselves to the person advertising the product, because when a customer can easily say, "Yes, I am just like her, and therefore this sweater will hide my flaws as well as hers," it greatly increases the chance of selling the product.

ModCloth was a pioneer in such retail promotion: it debuted a similar swimsuit campaign in 2015, and the second campaign featured the firm's employees: girls in bikinis wowed with a variety of shapes, skin colour and appearances.

"The shoot came in response to press outrage over plus-size model Robin Lawley's participation in the 2015 Sports Illustrated Swimsuit," Nicole Haase, ModCloth's vice president of merchandising, tells Glamour. - We showed our attitude toward the fiction of journalists. We had a product that we were incredibly proud of, but we also wanted women to feel confident and uncomplicated when they looked at the advertising photos. And the best way to demonstrate that is, of course, to put our swimwear on women of all sizes. The company not only increased revenues thanks to key sizes and models of bathing suits, they sold out absolutely all of their units. Swimwear sales increased more than 50% and online visits to the ModCloth.com swimwear section increased more than 60%. 

ModCloth continues to use its staff in both advertising and Instagram feeds. The latter often posts photos of employees promoting a new product so that customers have a better understanding of what the product looks like and what to pair it with. (Shopbop and Madewell also used a similar networking strategy.) "It's a great way to communicate with our customer," Haase says. - If we as sellers don't believe in the product we put on the market, why would anyone buy it?"

Makeup giant Sephora, for its 2017 ad campaign, brought together sales associates from across America for its Gift Campaign and Income 2017 projects. These workers lived in different countries, cities and states, and had different looks, but they were united by an overpowering love of beauty. The most important challenge for different brands is the need to connect with as many consumers as possible.

"The world today is incredibly diverse, and it's important that brands reflect this in their attempts to win the market," Artemis Patrick, head of merchandising at Sephora, explains to Glamour. - "As salespeople, marketers, and brand owners, we have to look for all kinds of ways to present the full range of customer preferences and needs to get them interested in the brand.

Christy McCormick, when she worked as an editor at the now-defunct (once owned by Condé Nast) to Lucky magazine: "We were the first to put photos of our editors in the pages of the magazine," she says. - After all, who better to demonstrate how to wear lipstick than a beauty editor who uses many brands and shades? It's always good advice, which is our goal. People want to see their own kind, so they know if a product is right for them.